Research On The Application Of Fine Calligraphy In Cosmetics Brand Image Design

The rapid development of the commodity economy and the expansion of people’s living needs have driven the rapid development of the beauty market,and policy support has led to the flourishing of domestic cosmetic brands.However,the image designs of these brands are very similar and often rely too much on foreign popular formats,resulting in a lack of brand image designs tailored for the Chinese typography.On the contrary,in the first half of the 20 th century,there was an intimate connection between local brands and popular art styles: under the influence of Western artistic trends and the trend of brandification,artistic calligraphy-based Chinese characters were widely used in brand image design and received wide dissemination.Since the new century,these old-fashioned brands have followed tradition without updating or creating,lacking research and judgment on current aesthetic trends,consumer culture,and communication methods.This project has adopted a methold that combined theory with practice,taking the typography designs and brand image designs from the Republic of China era as subject in search of their artistic characteristics and application value.First,the current research status at home and abroad is described through literature research,and the scope of artistic calligraphy-based Chinese characters in the Republican period is defined based on this topic.Then,the background and design principles of artistic calligraphy-based Chinese characters are summarized through literature review and case analysis.On this basis,the commonalities and differences in cosmetic brand image design in the first half of the 20 th century were summarized.Taking the brand image development process of "Yashuang" as an example,the formal aesthetics,dissemination value,and similar brand cases are analyzed,and the role of artistic calligraphy-based Chinese characters in brand image design and brand communication is summarized.In the creative practice,modern fonts with decorative aesthetics are redesigned based on the research methodology and applied to the brand image design of the new series of "Yashuang," providing ideas for modern cosmetic brand image design that can better integrate into the modern market and mainstream consumer groups.